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Essence by Mail Lives On in Ella Starr

New York-based apparel manufacturer Mink Marketing has launched its first catalog. But the new title, Ella Starr, is something of a direct descendant of the now-defunct Essence by Mail.

Targeting African-American women and Latinas, the 24-page Ella Starr catalog mailed on Aug. 7 to 100,000 names rented from Fasano and Associates. The catalog features Mink’s private-label collection of suits, dresses, separates, and accessories for special occasions. It also sells items from the Essence by Mail ready-to-wear collection. Mink recently acquired the licensing rights from Essence Communications Partners, which had liquidated the $19 million Essence by Mail catalog in October 2002.

The company is planning future mailings, including a possible holiday issue that would target a larger audience, says Mink creative director Stefanie Perry.

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